Marriott International has presented the first hotels featuring Sheraton’s new design concept, which will be rolled out to more than 40 properties by the end of 2022.

Sheraton is one of the biggest names in global hospitality, so it’s worth taking a moment to consider the latest milestone in the brand’s ongoing reinvention.

The start of Sheraton’s transformation

In 2018, Marriott International announced plans to refresh the Sheraton brand for today’s travellers.

The completion of the first hotels’ renovations signifies a key point in the brand’s transformative journey. So far, the properties embodying the new design vision are Sheraton Phoenix Downtown and Sheraton Denver Downtown in the US, Sheraton Tel Aviv in Israel, Sheraton Grand Dubai in the UAE, and Sheraton Guangzhou and Sheraton Mianyang in China.

These form the vanguard of an ambitious push to transform over 40 hotels within the brand’s global portfolio by the end of 2022.

“This is a pivotal moment for Sheraton as we see hotel owners embracing the new vision and bringing it to life for the first time,” said Amanda Nichols, senior director and global brand leader of Sheraton Hotels. “Over the past 80 years, Sheraton has always offered guests the time-honoured assurance of a welcoming community.”

“We’re proud to have built on this legacy in the new concept, creating an environment where guests can enjoy all the familiar comforts of the Sheraton brand, but with fresh, contemporary updates. As travel resumes, we look forward to welcoming guests into this new chapter for Sheraton.”

Sheraton’s bold design concept

The brand’s new design approach draws on the hotels’ roots as community hubs for locals and guests alike. Marriott aims to create an intuitive and holistic experience, integrating areas to connect, be productive and feel part of something special; during their stay, guests can appreciate a sense of timelessness balanced with a fresh, modern feel that’s ideal for working, meeting and relaxing.

The lobby now sits at the heart of the overall hotel experience. Reimagined as a public square, this space encourages people to come together, creating a feeling of energy and belonging in an environment that’s warm and comfortable, yet refined.

Signature elements in the lobby include the Community Table, a workspace that invites guests to work, eat and drink; flexible gathering space The Studios for collaborative working and connecting in an informal setting; soundproof booths for private calls with friends, colleagues and family; and the Coffee Bar Bar, which is part-bar, part-coffee bar and part-market – and a central pillar of the new Sheraton vision to transition guests seamlessly from day to night.

Meanwhile, both the guest rooms and club lounges are designed to be more appealing and boost productivity. Guest rooms, for example, offer bright, well-lit spaces with a residential feel, integrating tools for boosting productivity like a height-adjustable work table and layered lighting. These new additions join signature amenities such as the Sheraton Sleep Experience.

As part of the wider transformation, the Sheraton Club Lounge has also undergone an upgrade to ensure the space can deliver engaging experiences from morning to evening.

Currently, there are 446 Sheraton hotels across 74 countries and territories globally.

Related Articles